Kim Avery Coaching

Branding and My Red Jacket

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KimAveryICCASpeaking2012-A“I better hurry. I want to catch up with the ‘Red Jacket Lady’.” The Red Jacket Lady. Recently, this is how one coach was overheard describing me. And I was indeed wearing a red jacket during that all-day conference.

Happenstance? Not at all.

I like the color red. It’s fun, energetic and full of life. So, it won’t surprise you to find out that all three of my websites, Life Coaching for Christian Women, Work Strategically, and Kim Avery Coaching have red as their foundational color.

Even my Hummer is fire engine red. It’s part of my brand.

Red Hummer

Why do I bring this up? Because in this noisy marketplace it is essential that you find a way to stand out and be remembered. You need a brand.

What is a brand? It is the memorable image you consistently communicate so that you will be seen as unique. Special. One of a kind.

Building Your Individual Brand

Begin by asking yourself these questions: Who am I? Who am I becoming? How am I unique? What do I do superbly well? What qualities are an integral part of my character? How can I consistently demonstrate my uniqueness to the watching world?

Communicating Your Brand

Your brand is what sets you apart from the rest of the crowd. But having great qualities is only the first step. Next, you must make them known.

Communicate your brand in these three ways:

  • Verbally – Develop a three point marketing message that is a succinct sound bite, conveying three of your unique strengths that you can recite confidently and frequently.
  • Visually – Words whisper, but images shout. Be intentional about the colors, the fonts and the images you use on your website. Pay attention to your appearance. In this cluttered world, make sure you are communicating a strong, consistent message.
  • Memorably – Consider creating and sustaining a “signature” look uniquely associated with you. Use a unique combination of colors, or a distinctive logo on your website and everywhere else. You are one of a kind. Help people see you that way.

Begin Today

Begin today to build your brand on your most marketable strengths, talents, and skills. Communicate that brand with colors, shapes and images. And like all marketing messages, do it again and again and again.

Be unique, be known, be your brand.

What is your most unique branding point?


  1. Pam Taylor

    I have so much work to do. I thought I had it all figured out when I became the Pam at Loaves and Fishes Coaching. I THOUGHT I had a niche and a brand. NOW, I am finally beginning to “get” it…I’m excited at what is ahead. I now am sure of my niche: Overwhelmed Moms. Whew! That is a big step! 🙂

    It is true. When I think of you, Kim, the color red is one of the first things I think of … then the little burst of a flower. Delicate, yet not “perfect”…but it pulls me in and that’s the point! And I love that you have a red hummer. That totally is “out of the box” of what kind of car I imagined you would be driving! FUN! 🙂

    • Kim Avery

      So, Pam. If I’m all about the color red, what is your color and brand? I would love for you to share it with us so we can be on the lookout for you.


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